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Facebook + Instagram unveiled their answer to Vine this morning, with “video on Instagram”.

Videos will be 15 seconds long, as opposed to Vine’s 6 second clips, and users will be able to choose a cover image to show up on their timelines. They also introduced 13 new filters for videos and “cinema” video stabilization. There’s no word yet as to whether it will take longer for video’s to load than it does to watch them (*ahem* Vine).

With Instagram’s established user base, this is a serious blow to Vine and it’ll be interesting to see how Twitter + Vine respond.